It looks like Pepsi Co. is making waves on the internet with its decision to skip the Super Bowl for an entirely different marketing strategy that is a huge step up from the direction their competitors are going in. Pepsi is looking to make an impact not through a funny commercial, but by genuinely affecting change in the daily lives of a community.I think marketing has always been about developing a presence and more importantly, an emotional bond between the consumer and the brand. Sophie Ann Terrisse, founder and CEO of STC Associates, a brand consulting firm, stated that "these days, brands need to become a movement, instead of just relying on good reviews for their Super Bowl commercials," and I believe she's an associate that gets it. A Super Bowl advertisement is an excellent way of communicating to a huge audience all at once, but is an extremely poor way of instilling brand loyalty and cultivating a lifetime consumer, especially when the cost is 2.5 million dollars.
